Swedish start-up, NOA Potions has beaten the likes of multinational heavy weights such as Pernod Ricard and Del Monte by taking out the premium beverages category at the World Beverage Innovation Awards.
NOA Potions won the category with its anti-stress beverage, NOA Relaxation. The product has been on shelves for less than a month and according to the company’s founder, Noa Fridmark, the beverage has already received considerable attention both domestically and internationally.
“There is an empty spot on the market, that’s why we have been welcomed with open arms,” says Fridmark. “The relaxation drink has emerged as a counter-reaction to energy drinks. The need for this type of drink is out there – people are stressed. Our beverage makes your head sharp and body calm. It’s a healthier way to focus. I see this prize as a big recognition.”
According to Fridmark, the sales of relaxation drinks have boomed in recent times in the US with the likes of Bloomberg and Wall Street Journal highlighting the market as a potential billion-dollar industry.
Fridmark has gone from his initial idea to the release of the final product in less than a year with the help of financial backing from several big names within the industry including former GM of Red Bull Nordic, Robert Grenmark, and Göran Lundqvist, former CEO of Absolut Vodka.
World Beverage Innovation Awards is the world's largest beverage contest. Last year, more than 400 brands participated from over 40 different countries. This year's contestants included, among others, Coca-Cola, Nestlé, Arla Foods, Carlsberg and Evian. The awards were presented Wednesday evening 12 November during a ceremony at the largest beverage exhibition, BrauBevaile, in Nuremberg, Germany.